Transcript of Final Presentation

GE HomeBase app will deliver such a specific & unique value (convenience) that it will become part of the consumer’s life (Avinash Kaushik loves Utility marketing...especially for surfing info!)

User's dependency on app to make the use of appliances more convenient = company gets to be part of the user’s life...and influence it!So we got the "go ahead"...AgendaSoLoMoPaidOwnedEarnedPersona(s)Wrapping it up..!Questions???DocumentationPromote it on the GE Appliances & GE Lighting websites under smart lights and smart appliances product description

LEAN advertising =shade of greyowned media because the company initiates and creates itearned because it is only successful if it is seen and shared by viewers on social mediacreate content ourselves: capture video of mommy blogger

controlling appliances remotely fast and easily, ie from viewing the inside of the fridge from the grocery storecapture a time lapse video for running errands & making foodie preheating the oven for dinner at soccer practice & then cooking dinneroutsource distribution: hire service to help draw in viewers to create viral effect using inbound marketing

you're at the supermarket and forgot what's in your fridge

the app allows you to view what inside through the internal camera

no double purchases!Grocery Shoppingthankfully, you told the app, which kindly reminds you to check on your baked goods.

perfect, gold-brown cookiesBurnt Cookiesyour fridge will send that information to your app which will send you a push notification!

TADA your dinner will be kept fresh!Spoiled Productsit's about time to replace the water filter in your fridge... but who the hell knows that?

your app does! It will alert you to do so and give you a one-click purchase option in the app

never drink unfiltered water again!Fresh WaterThankfully you can turn off (or decrease/increase temp of) your oven via the HomeBase app!

Your house won't catch fire! YAY!Ouch that's hot!there's an app for that! Go to HomeBase and dim/turn off the lights!

Lights, camera, action!Just sitting pretty...you're completing chores around the house and FORGET YOU HAVE COOKIES IN THE OVEN!! (OH NO)you're about to leave for work in the morning and carelessly leave the fridge door ajar... Somethings come up! You run out of the house and forget you have a pot roast in the oven!it's been a long day and YOU JUST SAT DOWN! but you're trying to watch a movie and it's too damn bright!So(cial)Lo(cal)Mo(bile)get your son to check on the cookiesshare the notification HomeBase sends you with your contacts excludes social media because - really - no one caresHomeBase tracks your location ALWAYSpartner up with brands or supermarkets to receive coupons through the appi.e.: one of your lightbulbs just burnt out - here's 20% off a new one at HomeDepot (but can also be purchase in-app)also, appliances can be checked from any locationthe app is only available on Mobile Phones and Tabletscan be checks anywhere on all operating systemsincludes push notifications, calendar alerts (replace part), and the functions of the app itselfthe benefits...? CONVENIENCE - keep the customer happy and wanting more (enrich the OOBE)the app will make the experience of the product (fridge/oven/lighting) more pleasant AND add to their value (the full features of the products cannot be appreciated without the HomeBase app)definitely OOBE...

app can only by used post-purchasescan the serial number to registermust input personal information makes using appliance convenient and funconveniently purchase refills/parts in app via one-clickGE will stay on consumer's mind and might encourage purchase of another GE Appliance (smart or dumb appliances)subtle product positioning*NB: The existence of the app might factor into the purchase decision as well - the app gives a definite edge over the competition's smart appliances.Engage with GEApp is appliance secretary, User is the owner & manager of appliance

There is no distance between GE and the customerGE will always be with them, everywhere they go!GE will always be on their mind, every time they use the appliance and the app!GE will always be there to help, provide customer support and troubleshooting solutions 24/7

Recognize usage and dependency trends in use of innovative technologywhere else can GE create smart technologywhere else will customers want to use smart technology

Learn and understand

what the customer needs and/or wantsadd features to appliance and app -find areas to grow

what needs to be fixed in the app & applianceFind out where to optimize the app user experience & OOBE & appliance experience

Learn how to make and keep customers happy

KPIs for GE HomeBase AppMeasuring App UsageData Collection on app usageTrack how app is being used and by who and for whatActive users per month/Active users per daymight be more use during the holiday seasongives GE insight onto what else can be targeted during the holiday season, how to re-market the app during holiday season

Cohort behavior analyze group of users over a period of timepotential target market for another appliance/app

Session lengthHelps GE create and improve app areas to makethe more sticky an app is = the longer user sessions are

Unique sessions (kind of like unique visits)

Total sessions (kind of like total page views)

*Measure most of these using Googly Analytics mobile app, Upsight or Flurry

Measuring App ExperienceNumber of positive and negative reviews helps gauge what and where improvements need to be made

Average customer rating helps gauge how big the improvement and optimization gap is

Session lengthsession should be sticky making it longernot longer because user is stuck and frustratedmake sure app is user-friendlyMeasuring Acquisition*In-App Purchases (like filters, parts) are not part of the purchase cycle, they classify as maintenance and upkeep.

* HomeBase is so easy to use and, through subliminal messaging, they might turn to GE to purchase further smart appliances in the future.

* We are promoting the HomeBase app alongside the Smart Appliances (they go hand in hand)

Paid SearchWe want GE Smart Appliances to dominate search result rankings (top 3 AT LEAST)Bid on obvious keywords like “GE Smart Appliances/Lighting”, but also more general ones like “App Controlled Appliances/Lighting” and “Smart Appliances/Lighting”

Search Retargeting

We want to reel in the customers who have expressed an interest in Smart Appliances or App Controlled Appliances by showcasing our handy dandy appStay on their minds post-purchase by adding on new smart appliances to app and promoting (subtly) in appWe will make this part of the demographics to factor into Programmatic

Programmatic AdvertisingBased on our Personas, target specifically to those people who fit our description – especially those who already own a GE appliance/light installationTrueView, LightBox Ads, Static Rich Media, Banner, Social Media

Social Media AdsFacebook & InstagramMost accessible to our target audienceUnobtrusive on mobile as well as desktopWorks on computer and mobile

User retention and Churn ratenumber of users who uninstall the app = churn rate How many are putting the app in the graveyard and why?How can users be retained?If x% new users are installing every month and same x% are uninstalling…app is not really growing.

Measuring OutcomesMacro-conversionvia one-click purchasemaintenance parts and accessories can be bought within app with reminders to replace

Micro-conversions via enabling push notificationssetting up and using control features for each applianceclicking on text reminder links to control appliancesopening user manual page for troubleshootingregistering appliances and user information for future purchases

User clicks on online app ads -> user is directed to smart product page -> Purchase intent (Can lead to the download of the app once the appliance is purchased)

CTR can help GE understand...if target user clicks/sees/acknowledges the online app ads or if online app ads are ineffective/not enough traffic is being redirected to smart product appliance pagesEVP = Events on Site/ (CTR-Bounce Rate)Every interaction/action on the site that is related to smart appliances and app Comparing products (including smart appliances) Clicking for product details on smart appliance page Zooming in to smart appliance picture Zooming in to app screenshot

More events = more interest in app and appliance during research stageallows GE to determine helpfulness/access/use of information

*events are considered as micro-conversions

Macro-ConversionApp utility may become an incentive for prospects to purchase smart appliance

Micro-conversionApp cannot be downloaded from a desktop site so every event related smart appliances/app is a micro-conversion

Examples include:Reading or writing a review for smart appliance and app on the siteClicking for app details on smart appliance pageViewing a smart appliances video

Micro conversions on the website mainly help us measure the purchase intent on the smart appliance and the app

#1 Madeline MerlotUser StoryAs a customer of GE, I need to be able to easily use the best high tech and most reliable appliances to make my day to day life more convenient as a mom, wife and food blogger.